Cold Calling - Is This Telephone Sales Technique Effective?

Many sellers have to deal not with goods, but services. This area is in demand. Such services are provided in medical, educational institutions, in beauty salons, taxis. They are provided not only by companies, but also by individuals, performing certain work. But not everyone knows how to properly organize a business so that it brings a stable and high income. How to sell services will be discussed in the article.

Why is this needed?

Entrepreneurs are often encouraged to sell services with goods. Many firms pay more for this. But not all sellers understand why this is needed. Is it possible to sell services if the business has just started? This must be done. You just need to use proven methods.

It all boils down to the fact that the service is considered, that is, the profit from it is higher than from the goods. For example, the mark-up on an air conditioner can be imperceptible; during the season, the sale of this equipment often brings a small profit. But if the installation of equipment is ordered, the company will receive a high income that will pay off everything.

Principles of selling goods

All people different methods obtaining information: a person can be visual, auditory or kinesthetic. Some memorize everything visually, others by ear, and still others by touching an object. For a full-fledged person, all 3 methods work, but there is always a more comfortable one.

Selling something to visuals and kinesthetics is difficult. The seller can talk a lot about the product, but if the buyer does not see and touch, then it will not be easy to sell it. Many customers are looking for products on their own, so they are guided by the senses. So it is important to use marketing methods that are appropriate for most people.

Features of the implementation of services

The service is considered a more delicate thing. In order for the client to like it, you need to learn how to present it correctly. How to sell services? You should focus on proven principles:

services must be of high quality, otherwise they will not be popular with customers;
training of sellers plays an important role, since in many ways the success of the trade depends on them;
it is important to create visualization of services: brochures, leaflets, posters, folders, presentations - this is how customers perceive information better;
customers need to be confident in security, receiving a personalized approach.

If you take these rules into account, you can correctly market goods and services. This will help attract clients who can become regulars. At the same time, it is necessary to improve the work of your company, improve the quality of service and find new methods of attracting customers.

Step-by-step instruction

What services can you sell? Any, the main thing is to use proven methods:

it is necessary to choose a method of implementation, taking into account the needs of customers;
it is necessary to introduce unique features into the activity that are unlike the competitive ones;
it is important to clearly position the company;
it is necessary to use flexible pricing;
you need to create a convenient buying process;
it is necessary to advertise services;
an individual approach is important for each client.

With such principles, you can promote any services, making them in demand. It is important to choose the appropriate delivery method, for example, by telephone, via the Internet or other media.

Visualization

Consumers need to see the work, so they need to show them a video or photo. You can provide consultations, conduct trainings. If this is an informational work, then it is possible to submit reports on electronic media, for example, screenshots, presentations.

Customers must evaluate the results of the activity, therefore, they should be shown. The facts about the work done are of great importance. If the consumer is satisfied with everything, he will definitely ask for help.

Selling services by phone

This type of sales is considered one of the most difficult. Nowadays, various companies work like this: Banking services, Forex. Investments, meter installation, internet connection. How to sell a service over the phone? You need to focus on the following rules:

due to high competition, good sales scripts are needed to help with clients;
sellers must use sales techniques, and also know everything about the services they offer;
it is important to be able to work with objections and correctly complete transactions;
telephone sales should be performed using paraverbal communication - intonation, voice;
important to do required amount calls for a specific period of time.

It should be borne in mind that whatever service is offered, if it is in demand, it is necessary to find a client. This is often done with the help of It is necessary to monitor the work of competitors.

Internet using

How to sell legal services, as well as medical, transportation? You must have your own website, designed according to modern requirements. What services can you sell with it? Booking tickets, making transfers, consulting in different areas life.

The site should contain informative, optimized articles. There should be Feedback, function of receiving payments, section with reviews. It is necessary to take advantage of the opportunities social networks that you can use to build a community. This will allow you to get in touch with customers. On the Internet, you can create advertisements in other ways.

How to entice clients?

Business needs strong people... And if there are a lot of clients, you should not relax. Competitors can lure them over to their side at any time. How to sell services so that there are always people willing to buy them? It is necessary to use poaching methods. Now this is practically the only option for increasing sales.

Competitors have pros and cons. Marketing policy should be based on shortcomings. It is important to offer more favorable terms than in other firms. For example, ISPs offer free connection and setup. Such techniques will help to find many new customers.

Dumping

How to sell services to generate high profits? You can use dumping - cost reduction (below market). This tactic is needed to displace small firms from the market. Dumping is great for promoting a company.

Just keep in mind that those customers who came for the price can quickly disappear. They will not be permanent, because they are attracted by more profitable options that may appear in other firms.

Competitors' mistakes

What is the right way to sell services in other ways? You can use the oversights of competitors. Benefit from this. For example, if a provider has interruptions in communication, then competitors stir up panic using the media. At this time, it is important to offer more favorable terms.

Secrets of a Successful Selling

You need to focus on the customer, not the service. This is the key to business success. For the client, you need to become a friend who is attentive to his interests. Every little thing is important to service users. Requests, phone calls, and polite greetings should be promptly responded to. The first impression is important.

The company must be honest with consumers. Therefore, promises must be kept. Totally agree quality services will be treated. If discounts and promotions are offered, then all this should be real for the client.

Correct positioning of services is required. Consumers rate it based on personal experience... This is how the popular opinion about the work of the company develops. If the activity of the company is liked by one consumer, then he will offer to use its services to other people. Each person is unique, therefore, with the help of an individual approach, you can form a positive attitude towards the work of the company.

Services in demand

Now the best selling services:

household;
informational;
advertising;
transport;
specialized.

Household services will always be in demand, since people constantly need help in Everyday life... This can be home renovation, cosmetology work, a hairdresser. Atelier, clothing repair, dry cleaning are in demand. It is not without reason that many such firms are opening now.

Household services include caring for the sick, children. Some use this help because of a lack of time, others because of a lack of skills. Opening a company for the provision of personal services does not require large investments in comparison with other types of business.

It is possible to sell household services using advertisements, publications on the Internet, distributing brochures and booklets. It is necessary to regularly arrange discounts and promotions for clients, and then they will become permanent.

Are in demand information Services... They allow you to receive advice from specialists in various fields: recruitment, client search, audit, consulting on special issues, collection of information, training courses.

Information services can be advertised through radio, television, newspapers, and the Internet. Each client should be provided with a business card, a brochure with activities. An individual approach to each person helps to attract buyers of services.

Advertising services are popular, which are necessary for every company. You can create banners, organize events, place advertisements. The services of animators and promoters are in demand. Companies need help building websites and promoting them.

Popular in Russia It can be the transportation of goods, passengers, Express delivery... For this activity, all types of effective advertising... Specialized services include medical, legal, technical, construction. Each of these areas is promoted with the right sales lead.

Hello! In this article, we will talk about a phone sales tool such as a script.

Today you will learn:

What is a script for a conversation with a client on the phone;
How to write a phone sales script correctly;
What kinds of phone sales scripts are there .

What is a phone sales script

For a marketer, a phone is not only a means of communication, it is also an excellent channel for promoting and distributing products.

To understand how to sell a product using only a telephone conversation, you need to remember the specifics of communication by telephone:

Solution... Usually, modern man makes calls to find out or agree on something, in other words, to solve a problem;
Brevity... A conversation on the phone is always shorter than a conversation on the same topic in person;
Dialog... A telephone conversation always involves a dialogue between two people.

Not every sales manager is able to briefly describe to a client his proposal for solving a problem that needs to be identified in the process of a telephone dialogue with a client. Therefore, in order for a conversation between a seller and a potential client to turn into sales, it is advisable to use pre-written dialogue scripts or scripts.

Script - a scenario of a dialogue between a sales manager and a client, designed to improve the efficiency of the former and attract the latter.

You need a phone sales script if:

You are selling by telephone;
Your office employs at least three managers for telephone sales and telephone consulting of clients (a smaller number is easier and cheaper to train to work without scripts);
You want to improve your overall phone sales performance. At the same time, the effectiveness of individual managers may decrease.

If you agree with each point, then we need to move on and decide which types of phone sales scripts are suitable.

In total, there are four types of scripts, depending on the level of development of the client and the market in which the client is represented. Each type of script assumes its own telephone sales technique.

Warm customer base

Cold customer base

Consumer segment

The "warm" script is used when you call a potential customer who recently performed a targeted action in relation to your company: made a purchase, registered on the site, visited a store, and so on. That is, you know that given client interested in your product.

The goal of the manager is to remind about the company, to offer products that may be of interest to this consumer, to convince him of the usefulness of this product.

In this case, you are calling "blind". Probably, your interlocutor does not know about your company and product at all.

The goal of the manager is to inform the interlocutor about the company, identify the client's problems and offer solutions to these problems. That is, the manager must get a completely new client for the company.

Industrial segment

Any of these types is based on the following principles:

Equality... You and your client are partners. You do not have to persuade the client to take the target action or go to unfavorable terms. It's up to you to see the client's problem and offer a solution. It is up to the client to refuse or agree. Otherwise, you will lose the client's respect for your company;
Cooperation... You do not have to argue with the client, you have to prove to him that he really needs your product and the purpose of your call is to help. To do this, you need to ask a potential client such questions, the answers to which you know in advance. For example, manager: “Do you use a lot of paper per month?”, Client: “yes”, manager: “you buy a new pack of paper every week”, client: “yes”, manager: “would you like our company delivered paper to your office every week at a convenient time for you? "

V this example we offer a solution to the client's problem and at the same time use the law of three "yes";

Knowledge... A sales manager must know the specifics of the company, understand its products and services.

Script structure

Now that we have decided on the types of script, let's define its structure. Since scripts for the consumer market are very different from scripts for the industrial market, we will break them down separately. Let's start with the consumer segment.

Script structure for the consumer segment

To illustrate the difference between scripts for a warm and cold customer base, we will display the structure of the scripts in a small table.

	Warm base	Cold base
Greetings	Introductory phrase: good afternoon (evening, morning)	Introductory phrase: good afternoon (evening, morning)
Representation	"Client name", my name is "manager's name", I am a representative of the company "company name"	“My name is“ manager's name ”, how can I contact you? I am a representative of the company "company name", we are engaged in .... " You don't need to give the client's name, even if you know it!
Clarification of circumstances	We find out whether it is convenient for the interlocutor to talk now (if not, then we discuss the time when it will be possible to call back)	We find out whether it is convenient for the interlocutor to talk now (if not, then we discuss the time when it will be possible to call back)
Clarifying questions	We remind the client that he recently purchased our product or performed another targeted action. For example: “last week you purchased our item“ title ”. Did you like it? "	We identify the client's need: "Do you know the problem ...?" "Would you like to get rid of her?"
Purpose of the call	We designate the purpose of the call: “Yesterday we received a new product, complementing the“ name of the product that was already purchased earlier ”. It will allow you to achieve a double effect and save you from the problem for a long time ... ”Here the consumer either buys the product or objects	We offer our product / service to the client. If the client objects, go to the next step.
Reply to objection	We use everything positive characteristics product or company to convince the consumer of the need for this product	We identify the reason for the refusal to purchase the product. We solve the problem on which the consumer refused, as a rule, it is necessary to solve three such problems
We say goodbye	“Thank you for your time, we will be glad to see you in our store. Goodbye"	“Thank you for your time, we will be glad to see you in our store. Goodbye"

Cold call script structure for an industrial client

In this case, it would be advisable to omit the script of the conversation with the industrial client from the warm base. Typically, it matches the conversation script for a warm base of the consumer segment.

for industrial clients will consist of the following steps:

Preliminary... We send to email potential client your business proposal. This must be done half an hour before making a call. Writing down the goals of the conversation;

Find a contact person who makes a decision in the client company on your issue;
Secretary bypass... As a rule, first you will be answered by the secretary of the responsible person, who has his own rejection script, like you. You need to get around it. To do this, adhere to the following rules:

It is necessary to show by intonation and manner of speaking that the responsible person needs this cooperation more than you;
Clear, correct, confident speech;
In the conversation, the following phrase should be heard: “Who can I talk to about this issue” (“Put me in charge of this issue”).

Conversation with the decision-maker... The structure of the script for a conversation with the person in charge of the company will look like this.

Stage	Action
Greetings	Introductory phrase: good afternoon (evening, morning) "Name of the interlocutor"
Representation	We give our first and last name
Clarifying Questions and Product Introduction	Do you use communication services from our company "name"? Now we have a new proposal for regular customers it will cost half the price. It will allow you to "name those benefits that are of interest to your interlocutor." For example, for the boss - reducing costs and profits, for ordinary workers - simplifying the work
Work with objections	We identify the reason for the refusal to purchase the product. We solve the problem on which the consumer refused. Generally, there are three such problems that need to be addressed.
We say goodbye	Thank you for your time, we will be glad to cooperate / see you / tomorrow our specialist will come to you at the appointed time

An example of working with objections

At the end of the article, I would like to focus on this particular block, since it is the most dangerous from the point of view of losing a client.

Objection	Answer
We don't need this item	"The product is able to solve the problem with ...". Doesn't help, you can offer an alternative product and name it useful qualities for client
I have no time to talk (after the stage of clarification of circumstances)	“It won't take more than 10 minutes. I can call back at another time. At your convenience?"
We already have a supplier, he suits us	“We do not propose to replace your current partners, we propose to supplement them so that everyone is comfortable working and there are no such problems as“ we list the client's problems ”
Expensive	Many of our customers indicated a high price, but all questions were cleared after they tried our product. Let us give you a 20% discount on your first order, so that you can be sure of this

In fact, there can be many more objections, we have given only the most common options. It is important to think over each one and work it out so that the manager can give a clear rebuff and not lose the client.

Sample (example) phone sales script

Finally, here's a complete phone sales script. Let's say we sell dry hair shampoo to a cold customer base.

Greetings: Good day!
Representation: " My name is Anna, how can I contact you? I am a representative of the Volosatik company, we are engaged in the manufacture natural remedies for hair care. "Customer name", we have a special offer for you. "
Clarification of circumstances:"Is it convenient for you to talk now?"
Clarifying questions:“Do you know the problem of dry and brittle hair?”, “Would you like to get rid of it?”.
Purpose of the call:“Excellent, we offer natural shampoo for dry hair. The fact is that licorice, which is part of it, retains water, and the absence of sulfates allows you to preserve the structure of the hair. Did you know that 90% of shampoos in stores contain sulfates, which destroy the hair structure, slowing down growth and making them brittle? (No Yes). When making our shampoo, we focused precisely on the absence of harm to the hair. At the same time, the price of our shampoo corresponds to the market average and is 500 rubles per 400 ml. "
Work with objections: examples of working with objections are given in the table above.
We say goodbye:“Thank you for your time, we will be glad to see you in our store. Goodbye".

Video about phone sales scripts

Next important aspect telephone conversations - this is the ability to concisely and clearly inform the client about the purpose of your call and quickly interest him in cooperation.

Alas, quite often, immediately after the presentation, the sellers start a hackneyed and sore song: "We want to offer you ..." and then a tedious listing of the characteristics of a product or service.

Of course, the first desire a client has is to refuse and hang up as soon as possible. This is understandable. None of us like it when people want something from him very much. Moreover, if this desire comes from a stranger, whom I have never seen before. And even more so when for the satisfaction of this desire you need to pay out the n-th amount of hard earned money. Remember the school physics course?

The force of action is equal to the force of reaction. © Newton's third law

So it is here. The more you persuade the client, the more he will resist, even if your offer is actually incredibly profitable for him and can reduce costs and / or increase profits by one hundred and forty-eight percent.

How to be?

They say you never get a second chance to make a first impression. Therefore, it is extremely important to interest the interlocutor with your very first phrase, so that he wants to listen to you further, consider your extended commercial offer, or meet (depending on the purpose for which you are calling).

And in order to get the attention and interest of the client, you should remember a few simple things:

First, give up this "garbage" phrase "We want to offer you ...". This is the same as the "beloved" and rather boring question of sales consultants: "What should I tell you?" The answer immediately suggests itself: "I don't need anything." After all, such a “frontal” remark puts your interlocutor “against the wall” and forces him to make a decision “here and now” when he is not yet ready.

The wording “We would like to find out the possibility of cooperation…” sounds much softer and more effective. You must admit that talking about opportunities does not oblige you to anything, therefore, it causes much less tension.

For instance:

- We know that your pharmacy is located near the maternity hospital. And we just sell goods that are in demand in similar places, for example, pacifiers, bottles, baby powders, etc. We are not working with you yet, so we decided to clarify how interesting cooperation with us would be for you.

Second, don't tell the client anything - NOTHING! - about the characteristics of your goods or services. Most people are simply not able to immediately perceive so many details and details that are new to them. Remember that it is you, not your client, who work with your product / service every day. And what is familiar and obvious to you can be incomprehensible and tedious for the client. At the same time, it is much easier for your interlocutor to refuse than to make efforts to comprehend the flow of information that has fallen upon him (unsolicited!).

Instead, be prepared to immediately - in the first phrase following the presentation - name the MAIN benefit of working with you.

- The sage says that there is only one rule in the world: a tiny question on which our luck depends. The more often this question is asked, the stronger we will become. Do you understand what this question is, Mr. Green? What does it give me? © From the movie "Revolver"

Think about what the main "headache" of your potential client can you eliminate if he buys your product or uses your services? What maximum benefit can he extract if he agrees to cooperate? Increasing sales, saving money, reducing employee turnover, reducing risks, expanding your business, eliminating equipment malfunctions, increasing productivity, putting things in order, reducing costs?

One million quarter-inch drills were sold not because people needed quarter-inch drills, but because they needed quarter-inch holes. © T. Levitt

Look at the situation not through the eyes of a salesperson who has a super-duper product / service, but through the eyes of your client. What will he get in the end?

Moreover, here, as nowhere else, it is extremely important not the number of arguments, but their quality. Save customer time and thinking! Talk to the point and only about the main thing. Remember, you only have 30 seconds to impress and hook the other person. Use them effectively!

For example, the first time I have a phone call with my prospects, I don’t tell them that I can design a sales force workflow or conduct sales training. But I always say in the first phrase that I can help them increase sales. Almost all firms want this. And this voiced benefit is quite enough for the client to continue listening to me, start asking clarifying questions and eventually agree to a personal meeting.

By the way, if the purpose of your call is to arrange a meeting, try not to reveal the essence of your proposal in all details by phone, keep the intrigue (remember the effect of "bitten candy"). After all, if you tell everything over the phone, the client simply will not be interested in meeting you.

Or here's another example. A few years ago, a colleague and I were developing an outsourced contact center for the sale of services. In this scenario, there was a phrase like this:

- We can help you to increase the number of daily contacts with clients several times, without "inflating" the staff of your company.

In addition, as a "tasty treat" in cooperation with your company, you can offer the client the provision of any exclusive information about the market or the possibility of obtaining privileges from your business partners:

- We have a certain influence in this market, and cooperation with us can help you to generate additional income. For example, we have competent suppliers who provide our company with certain benefits, and if we characterize you as our partner, you will also enjoy these benefits.

At this point I interrupt the story and leave you room for imagination :-). Read the continuation of the topic in the following articles.

You can also purchase and significantly increase the efficiency of outgoing calls in your company already in the first month of using this tool.

Telemarketing is the sale, marketing of some goods or services using telecommunication means. Any sales department in companies of different ranks in 90% of cases begins its work on finding customers with a cold call to its target audience... It is called "cold" because the manager calls a potential client who is not expecting a call, is not in the mood to talk. When the target customer becomes more loyal to the company, shows interest in the proposed product, agrees to a second call, meeting or purchase, all subsequent contacts automatically become “warm”.

What rules need to be followed in order to hear a refusal on the phone as little as possible? How to interest a client? How to transfer him from a state of indifference to a group potential buyers willing to vote with their hard earned money in favor of your business?

Why is telemarketing so difficult to take root in Russia and the CIS countries?

We often hear that telephone sales are an energy-consuming, ineffective method that cannot take root in Russia and the CIS countries. This is what non-professionals say, trying to find an excuse for their failures. There is no need to reinvent the bicycle, there are rules that must be followed in order to get a serious result.

Why is it so difficult to sell over the phone? because you need to sell not a product, not a service, but only the first meeting with a client... Otherwise, such telephone "sales" by a potential audience are most often perceived as pushing, pushing, imposing. Such methods in the conditions of modern competitive environment and increasing the culture of training the personnel responsible for incoming calls are no longer working. Most likely, they will simply hang up at the other end of the line, having heard some direct offer buy something.

Telephone sales are squeaky in the Russian mentality, personal meetings, handshakes, eye-to-eye conversations prevail, washing off the deal and the like. When selling by phone, there is no visual component that can tell so much about the interlocutor.

Cold calls are a powerful tool for product promotion if they are made by experienced employees who are familiar with telemarketing diplomacy firsthand. You cannot do without them even in the case of new, unique products and services being introduced to the market, where the offer can captivate from the very first minutes of the conversation. In any case, certain rules for telephone sales must be followed.

Telephone sales rules

Every phone call to a potential client should be carefully planned, prepared: you need not just find a phone number and company name in a directory or on the Internet, but learn about the profile of the activity, about the problems of a potential client, the possibilities of solving them.

First you need set a specific purpose of the call, prepare in writing questions that can identify the needs of the client, collect information about the company.

The sequence of questions should be drawn up according to the formula "from general to specific"... It is difficult to understand the client's request, asking him, for example, the following question: "What tasks do you want to solve by creating a new website?" Where more important information, obtained using the question: "When do you expect to open your online store?"

Questions to the client should not contain provocative overtones in relation to competitors as it is unethical and illegal. At the same time, the attitude of the client to the competitor is completely unknown. "What are you missing from your current supplier?" At the same time, the questions should not emphasize the merits of the competitor. Why did you choose your supplier? It is much more useful to ask specifically: "What is important to you when choosing a supplier?"

The main ingredients for a successful phone call are:

Competent speech without errors, hitching and stuttering, excellent diction;

Compliance with the rules of business etiquette;

Ability to quickly find a solution in non-standard situations;

Maintaining a positive coloration of the conversation, smiling while speaking, sincere tone of voice;

Ability to convince the listener, knowledge of secrets, tactics and techniques of telephone sales;

Good knowledge of your product, its advantages and disadvantages.

Finding a person who makes a decision to buy the proposed product often causes difficulties. Overcoming the secretarial barrier, access to the main face of the company that the supplier of the product is interested in, perhaps in many ways. People sell to people, so the keys to the door with "closed" information must be selected individually. “Do you like our offer? Who else has to approve the order? " “The vast majority of our customers make a purchase decision collectively. Who in your company controls the conclusion of new contracts? "

A curious example from personal practice. At one time, she held a respectable position, headed the trade of a large management. By the nature of the activity, it was necessary to find a major boss in the city government. He chose a professional secretary for himself, capable of eliminating up to 90% of unnecessary (by her standards) incoming calls that distract the boss from his main activity. It was difficult to get through to him for negotiations. Then I had to resort to a trick: to the secret question "How to report?" answered with a challenge "The beloved woman is calling, rather connect, the question is urgent!" The boss was slightly shocked when he heard my voice on the phone, but I quickly managed to set up a personal meeting and express my admiration for the professionalism of the secretary. The curiosity was that this big boss secretly said that the secretary already knew the voice of his beloved woman that he himself was distinguished by an enviable "constancy" and so often does not change women ...

If the client expresses dissatisfaction, objects, it is necessary be patient and ask some subtle questions able to clarify the situation. It is impossible to reinforce the negative attitude of the client towards the company. Example: “Your opinion is very important to us. Could you help us by telling us what we should do in this case to eliminate our oversight? "

Phone refusals are a common thing: it's much easier to refuse a person you don't know or see. Taking refusal as a personal insult - big mistake that can cause stress. It is important to teach your telemarketers don't take daily denials to heart, especially with cold calls. By refusing, the client has nothing against the employee who contacted him by phone, he may not like the offer, the company itself, the product, its price, deadlines, and other factors. There is no personal dislike of the caller on this list.

When conducting telephone sales, it is important not to miss a single detail, because all information must be immediately recorded in workbook ... The date of the next meeting or conversation must be entered in the diary so as not to forget anything. It is advisable to "draw the line" at the end of the conversation, briefly summarize. "So, we will meet tomorrow at 12 noon in our office at ... Do you need to be reminded of the visit in the morning?"

As soon as the purpose of the conversation is achieved, you need to end it.... Empty conversations do not just steal time, they can drain energy, shorten the duration of other calls, and cause economic damage to the company.

Dos and Don'ts in Phone Sales

Start a phone conversation with phrases "sorry to bother you" or "You're worried about the company ..."... In her company she wrote in big letters on the flip chart, the word "worry" crossed out with two bold black crosses and wrote next to it: "Our company never bothers anyone."

Try to put all the information about the product and the company at once without scouting the prospect's needs.

Use long, incomprehensible sentences, while using narrow professional terms with which the listener at the other end of the tube may not be familiar.

Provide information, listing the main qualities of the product, forgetting to inform about their benefits and benefits for client.

Argue with a client, scold and criticize his opinion.

Resent and ask scandalous questions like: "Who are you yourself?"

Take offense at refusal, try to keep up with the conversation, proving the importance and necessity of your proposal, intimidate, blackmail and manipulate his attention.

Be sure that after the first conversation the client will remember you forever, and take offense at his memory when he once again asks you to introduce yourself.

Become familiar and go to "you" without the client's consent.

Rebuke the client for the fact that he is delaying the solution of the issue.

Provide inaccurate, unverified information.

Tips on How to Make Telemarketing Successful for Your Company

If the company does not have the ability to recruit staff solely for telemarketing, you can outsource this work to call centers... In Europe, the USA and many CIS countries, this practice gives quite a high percent independent appeals of interested clients who are informed about the holding of some actions, presentations and similar events.

Before entrusting telemarketing to subordinates, the leader needs to to develop step by step instructions and the technology of this type of sales, write clear scripts of conversations, answer options for telemarketers, the so-called example scenario. Ideally, the head of the sales department or commercial director you need to learn how to sell by phone in order to transfer your knowledge to employees. Remember popular expression Albert Einstein: "If you cannot explain something to a six-year-old child, then you yourself do not understand it."

It is important to remember that at the first cold call, the client only needs to interest him and make an appointment, during which you begin to establish contact, scout a need, make a product presentation, work out objections and close a deal.

Expedient outsource telemarketing to specially hired employees with well-placed voices, competent speech, stress-resistant, ready to hear refusal and not get upset. Many Russian companies for this purpose, part-time students of specialized universities are hired, ready to work for a nominal fee, and able to sell several meetings for full-time sales managers. This helps to increase the efficiency of salespeople without distracting them for routine calls to the cold market of customers. For students, this is a unique chance to gain a certain experience, to declare themselves as purposeful employees. As a rule, the most successful of the students over time are hired by company leaders.

In the event that a company actively sells goods or services throughout the country or abroad, it is necessary to initially reduce the cost of the cost part by concluding an agreement with suppliers of mobile communications and Internet connections on a corporate unlimited basis.

Installing an answering machine often negatively affects a company's image, although convenient for herself. Not every client is pleased to communicate with a soulless apparatus, while the answer laid down in it in advance gives out headlong absence of employees during working hours.

Quite often I become the very potential client that telemarketers choose to offer their goods and services. Listening to their slurred confused speech on the phone, I frankly miss or get a lot negative emotions from the unprofessionalism of the staff. Was such a goal set by their leaders, instructing them to call the target audience?

Zhanna Pyatirikova, specially for BZZN.ru

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Speak in such a way that you cannot be misunderstood
Quintilian

The main goal of any business is selling. That is why customers, contact with them and their service are important for every commercial business. Telemarketing has become one of the main means of acquiring potential customers today.

The mistakes of managers, however, made when communicating with a client, can negate all efforts and reduce sales to zero.

At the same time, sales representatives, as a rule, step on the same rake and run into the same pitfalls:

Don't get the right person to talk

Typically, sales reps start talking to the first person to pick up the phone. But you need to talk to someone who has the authority to make a shopping decision. If, in response to a question, the manager hears: “I need to ask ...”, in this case, it is better to ask the person authorized to make such financial decisions to invite to the phone. And in order to achieve a conversation with the right and competent person, sometimes it is required to apply a special "policy".

Emphasize the characteristics but not the benefits of the product

Sometimes, feeling enthusiastic, the manager begins to list certain characteristics of a product or a new model. But the client is unlikely to be able to understand them. By themselves, they do not say anything to him. The manager needs to present the product or improved model in terms of customer benefit, highlighting the desired product benefits. This should be done in a language accessible to the client and nothing else.

Seeking victory in an argument

A dispute with a client is an unaffordable luxury for a manager. Therefore, it is necessary to keep emotions under control. The manager must understand that the last word always remains with the client. And this word should be the word "yes". However, arguing with a client can negate all efforts.

Therefore, you should avoid arguments and control your feelings. Here, the manager simply needs sensitivity and understanding when the client is experiencing real difficulties, and when infringing on the rights. In the latter case, the manager has the ability to defend his dignity.

Don't sum up the conversation

The manager's task is to telephone conversation present a product to a potential client. Often, at the end of the conversation, the person inside already agrees to the purchase, but, as a rule, does not express intention openly. Therefore, the final stage of the conversation should be a mandatory and specific question about the client's decision: whether he wants to make a purchase.

Talk too much

There is a well-known saying: "silence is a sign of consent." This is what some managers think, and when the client is silent and listening, they keep talking. However, silence is not always a sign of approval. It's just that the client is waiting for a moment to end the conversation.

Perhaps he made a positive decision a long time ago, but the manager does not give him a chance to express it. It is necessary to be sensitive, to seek the reaction of a person, and not to "beat with one goal." Otherwise, the manager may lose a potential client because he will lose interest in the item of purchase due to the salesperson's verbosity.

As a rule, such errors lead to the customer refusing to purchase. But there are other mistakes that managers make by directly offering and selling a product.

Telemarketing: Selling Mistakes and Ways to Fix Them

Here are the most common mistakes managers make when selling a product. Sales Agents:

Reduce the price

Some sales representatives mistakenly believe that a low price for a product automatically increases demand and customer interest in the product. Thus, by lowering the price of a product, they expect to increase sales. Usually, asking "Why is it so expensive?", The client wants to make sure that the price of the product matches its quality.

And, if the manager, in response to such a question, begins to automatically knock down the price, he thereby shows the client that his product is actually worthless. This can lead to a negative result: the client will lose confidence in the product and, directly, in the one who represents it. Therefore, maintaining the original value of the product is the correct position of the manager.

Advertise instead of selling

A good salesperson must be very knowledgeable about their product. But such awareness should not confuse the client. You need to sell a product, which means explaining to a person how the proposed product will help him in life or business. An effective sales presentation must be accessible and easy for the client to understand.

Tactics of imposing a product instead of a caring offer

Product imposition has become a common selling pattern. But such schemes no longer work. Clients expect a patient and understanding approach to their needs. They choose reliable firms that are willing to listen to them and take a loving approach to solving their clients' problems. This is how successful managers work today. It is necessary to solve the client's problem, this is the only way the manager can make the sale.

Do not follow through

Selling a product is the goal of any professional manager... But you can only separate yourself from thousands of others by using a personal approach to a person. And this means bringing the matter to the end. You can simply sell the product and issue the corresponding receipt. Or you can sell a product by delivering and installing it. And such a sale would have a double advantage.

It will allow the client to make sure that the purchased product is functioning properly, and this is what worries any buyer. In addition, the person has the opportunity to make sure that, if a problem is found, it can be eliminated on the spot. Thus, the manager will be able to avoid client dissatisfaction and achieve greater location... By doing so, the manager will show:

that he acts professionally, personally oversees the transfer of goods "from hand to hand";
takes care of the client's welfare.

Some sales representatives and firms do not stop at such personal participation and do more: they start a calendar of memorable dates, congratulate their customers on important events, anniversaries, anniversaries, birthdays. This approach grants attention to clients and produces positive results.

Working with non-paying clients

Telemarketing means working not only with potential customers, but also with those who have a problem with payment. Here, too, do not make mistakes. Here are some guidelines for calling non-paying customers:

When talking, you should not:

have a hostile or sarcastic tone. This can make the situation worse;
condemn the client;
get hung up. You need to look for compromises, otherwise you can permanently lose the client;
break down. It is necessary to exercise restraint, not to show excessive emotionality;
threaten the client. This can lead not only to the loss of a client, but also to problems with the law.

Necessary:

find out more information about the client and the circumstances that have arisen for him;
instill in a person belief in the best;
do not talk with those who do not make decisions;
stay patient and calm;
demand the return of the entire amount of the debt;
be tactful and treat the client the way you would like to be treated.